Topic
Every post on the Index about connected tv.
Todd argues that the "in-game advertising versus CTV" debate frames the choice wrongly. A new channel can amplify, complement, or cannibalize existing ones, so marketers should ask which combination of investments produces the greatest incremental business outcome.
By Todd Kirk
Todd argues the K-shaped economy shows there is no one winning channel, not that Connected TV is the answer. Models that average responses across diverse customer segments mislead, so measurement should treat investments, customer responses, and outcomes as one system.
By Todd Kirk
Todd argues that advertisers still lean on last-click attribution while channels like connected TV, podcasts and influencers drive impact without clicks. He says measurement should model how spend, timing, audiences and creative change outcomes, rather than track individual users.
By Todd Kirk
Todd argues that LinkedIn and Amazon are changing B2B advertising through CTV targeting of professionals. Aggregate marketing mix models will leave advertisers behind, so Todd favors granular measurement across campaigns, audiences, creatives, publishers, formats, geographies and placements.
By Todd Kirk
Dahv argues that the combination of CTV and Gen AI is reshaping media, and that creative storytelling now has to be joined with data analytics. Teams that stay static risk plateauing, so Dahv urges using Gen AI for personalized content and CTV for real-time engagement.